Mapa mental
Consumer Behavior
Contenido del mapa
Consumer Behavior
Culture
- Beliefs, Values, and Customs that help consumer behavior of members of particular society
- Beliefs
- mental or verbal declarations which reflect knowledge that each individual assigns to a person, store, brand, product
- Values
- represent something that people believe but
- smaller group
- act as culturally proper behavior within society group
- Last longing periods
- Not tied to particular objects
- accepted by most members of society
- represent something that people believe but
- Customs
- Manners or habits approved in society for certain events. Routines.
- Beliefs
- Forms of Cultural Learning
- Formal Learning
- at home
- Informal Learning
- Media/Outside the house
- Technical Learning
- School taught
- Formal Learning
- Issues
- Enculturation
- learning of culture of one's own society
- Acculturation
- learning of a new foreign country
- Symbols
- anything that stands for something else.
- Verbal
- Non Verbal
- anything that stands for something else.
- Ritualistic Behavior
- Behavior made into a ritual
- Enculturation
- it's DYNAMIC. Update is necessary
- Measurements
- Content Analysis
- analyzes the content of verbal and/or pictorial communication
- Often used to determine prevailing social values
- Field Observation
- Cultural measurement technique that takes place in natural environment
- Focus on observing behavior
- Participant observer
- Observe more in depth closely to target market. Participate in market they are studying
- Value Measurement Instruments
- Rokeach Value Survey
- self administrated inventory
- 18 "terminal" values
- Personal Goals
- 18 "instrumental" values
- Ways of reaching personal goals
- 18 "terminal" values
- self administrated inventory
- Rokeach Value Survey
- Content Analysis
- Beliefs, Values, and Customs that help consumer behavior of members of particular society
Subculture
- distinct cultural group that exist as identifiable segment
- Nationality Subculture
- Religious Subculture
- Subculture by age
- Baby Boomers
- 1946 to 1964
- Effort to feel good & young
- Shop for themselves
- Sexual Revolution and high consumption
- Empty nest, near retirement
- Physical decadence of their parents
- Events
- End of WW2
- Kenedy's Murder
- Cold War
- Yuppies
- financial success & young urban professionals
- 1946 to 1964
- Generation X
- 1965 to 1975
- No rush of marriage
- High rate of divorce
- Boom of AIDS
- stay w/parents is highly probable
- MTV generation
- Savings & Inventments. Spend less (CRISIS)
- No physical exercise
- Generations Y
- Millenials
- 1980 to 1994
- child of Baby Boomers
- Smart, sociable, environment conscious, open to new experiences
- Not trust in traditional marketing
- Spend time on internet and SN
- Autonomous
- Opportunities & Development for women
- More money, less free time, double income
- Respect for diversity
- 1980 to 1994
- Millenials
- The Elderly
- Based on improvement of medical treatments and longer life expectancy
- Perception of age is more important to determine their behavior than real chronological age.
- Autoperception in age
- How they feel
- Hoy they look like
- Level of activity
- Interests
- Autoperception in age
- Baby Boomers
- distinct cultural group that exist as identifiable segment
Reference Groups
- Group
- two or more people who interact to accomplish mutual or individual goals
- Membership Group
- person either belongs or would qualify for membership
- Symbolic group
- person isn't likely to receive membership despite acting like a member
- Reference group
- person or group that serves as a point of comparison for an individual in the formation of attitudes or behavior
- Normative
- group that influences general behavior of an individual
- Comparative
- group whose norms save as benchmark for highly specific or narrowly defined types of behavior
- Indirect
- individuals or groups with whom a person identifies but doesn't have direct face to face contact
- movies
- sport heroes
- TV personalities
- Political Leaders
- individuals or groups with whom a person identifies but doesn't have direct face to face contact
- Normative
- person or group that serves as a point of comparison for an individual in the formation of attitudes or behavior
- Membership Group
- two or more people who interact to accomplish mutual or individual goals
- Selected Consumer-Related RG
- Friendship
- Shopping
- Work
- Virtual
- Consumer-action
- appeal to
- Testimonial
- promo technique in which celebrity use a product or service speaking of its benefits
- influence consumers to buy
- promo technique in which celebrity use a product or service speaking of its benefits
- Endorsement
- Celebrities who may not be users of particular product or service but lend their names to advertise products or services
- Actor
- Celebrity who recommends a product or service
- Spokesperson
- Celebrity or company executive who represents a product, brand, or company over an extended period of time
- In print
- TV
- Personal Appearances
- Celebrity or company executive who represents a product, brand, or company over an extended period of time
- Testimonial
- Dynamics of Husband Wife Decision Making
- Husband-Dominated
- Wife-Dominated
- Joint
- Automatic
- Family Lifecycle
- Stage 1
- Bachelorhood
- Stage 2
- Honeymooners
- Stage 3
- Parenthood
- Stage 4
- Postparenthood
- Stage 5
- Dissolution
- Stage 1
- Group
Socio Economic Level
- Social Class
- members of a society into hierarchy of different status of classes.
- Social Comparison Theory
- People tend to compare their own possessions with other people's possession.
- compare relative own possession with others
- People tend to compare their own possessions with other people's possession.
- Status Consumption
- consumers elevate social position based on consumption process
- based on INTEREST
- consumers elevate social position based on consumption process
- Social Class & Social Status
- it's doesn't have to do with money or how you look. You have to take into consideration
- Income
- Occupation
- Education
- it's doesn't have to do with money or how you look. You have to take into consideration
- Measurements of Social Class
- Subjective
- individuals are asked to estimate their own social-class position
- Objective
- combine questions to determine more accurate their social classes
- Measures
- Single-variables indexes
- Occupation
- Education
- Income
- Composite-variable Indexes
- ISC
- combine occupation, source of income, house type and surroundings
- SES
- Occupation, family income, and education
- Geo demographic Clusters
- Geographic variables
- zip code
- neighborhood
- blocks
- Demographic variables
- income
- occupation
- value of residence
- Geographic variables
- By mixing them you have target markets
- ISC
- Chapin's Social Status Scale
- social class rating scheme focused on presence or absence in home of
- Accessories
- Furniture
- social class rating scheme focused on presence or absence in home of
- Single-variables indexes
- Measures
- combine questions to determine more accurate their social classes
- Subjective
- Consumer Behavior & Social Class
- Clothing, Fashion, Shopping
- Pursuit of leisure
- Saving, Spending, and Credit
- AMAI
- independent organization formed by companies
- Ensure quality & recognition of the mkt research
- Measure socio economical level in Mexico
- 2011
- Rule 8x7
- 8 variables
- 7 socio economic levels
- A/B
- C+
- C-
- D+
- D
- E
- Rule 8x7
- 2011
- Social Class
Información
- Descripción
- Mapa Mental sobre Consumer Behavior, creado por César Alonso el 23/10/2017.
- Creado por
- César Alonso
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